Back in December 2019, the virus was first reported in Wuhan, China, and was traced to a novel strain. The COVID-19 virus, in some instances, can cause pneumonia, kidney failure, severe acute respiratory syndrome—and even death in the most severe cases.

As of mid-February 2020, COVID-19 had reportedly spread to more than 40,000 individuals worldwide (mostly in China), and which included 13 confirmed cases at that time within six U.S. states: Arizona, California, Illinois, Massachusetts, Washington and Wisconsin.

More than 1,000 deaths are attributed so far to COVID-19, although just one death related to the virus has been reported outside of China as VR went to press.  The death toll attributable to coronavirus has already exceeded the 2003 SARS (severe acute respiratory syndrome) epidemic. SARS, it should be noted, is a different strain of coronavirus.

There is currently no known cure for the COVID-19 virus, and no vaccine treatment is expected for at least 18 more months according to WHO.

The U.S. Center for Disease Control (CDC) offers several tips for prevention and treatment, such as washing hands often with soap and water; avoiding touching the eyes, nose and mouth with unwashed hands; and advocating for the use of a facemask by people who show symptoms of COVID-19 to protect others from the risk of getting infected.  An increasing number of Americans (most notably in big cities and airports) have indeed taken to wearing face masks in the hope of avoiding the coronavirus.

Industry Reaction

Within the natural products industry, one impact of the coronavirus has been a growing consumer demand for natural “cold and flu” and “immune” products, including certain vitamins, herbal supplements and products touted for enhancing the immune system. However, reports have also surfaced of a few unscrupulous online companies attempting to sell “coronavirus cures,” which brought strong condemnation by the Natural Products Association (NPA) and other trade organizations.

In a January 27, 2020 letter to the Food and Drug Administration (FDA), NPA president and CEO Daniel Fabricant, PhD, said that “consumers should steer clear of any product being marketed as a nutritional supplement that says it will prevent, treat or cure coronavirus or any other illness.”  He added that consumers concerned about unfounded label claims should report the product manufacturer to the FDA.

Jim Griffiths, PhD, senior vice president, international & scientific affairs for the Council for Responsible Nutrition (CRN), illustrated the concerns of manufacturers and consumers while seconding Fabricant’s comments.

“There’s just a lot of uncertainty on the ground in China, as far as manufacturing, processing, packaging, shipping, etc.,” he noted.  “The consumer is always concerned about what they can be doing to protect themselves—I’ve seen people wearing two or three layers of masks, hoping that if one doesn’t filter it out, maybe two or three might, so there is always that segment of the population looking for something that will alleviate the situation.”  However, he stressed that dietary supplements and natural remedies “cannot be touted as preventative or curable to this virus.”

Retail Impact

While dietary supplements should never be sold to prevent, treat, cure or prevent a disease, many products on health food store shelves are in particularly high demand during the annual “cold and flu season” in the U.S.  This includes such “go-to” winter season items as elderberry, oregano, olive leaf, black seed oil, zinc, vitamin C, vitamin B6, vitamin E, medicinal mushrooms, and a variety of general “wellness” and “immune enhancing” formulations.

A quick scan of VR‘s most recent “Hot Sellers” list reveals a number of such products selling particularly well at natural products stores this winter, such as Oligonol by Quality of Life, Elderberry Concentrate by Wyldewood Cellars, Hempanol and Super Strength Oreganol P73 by North American Herb & Spice, Immuno-Shield by Irwin Naturals, Adrenaplex by Terry Naturally and more.

Various retailers reached by VR mentioned they see more customers expressing concerns over the coronavirus.  Dr. Eunice Green of Green’s Nutrition (Stockton, CA) told VR that she advises people to avoid “over-stressing about the situation,” while typically recommending black seed oil and doTerra’s On Guard Essential Oil for immune health.

Dianna Singh, owner of Elk Grove Vitamins (Elk Grove, CA) and Cameron Park Vitamins (Cameron Park, CA), observed that “the coronavirus has definitely made its way here in the states as a topic of conversation. With the population being mostly retired at one of our locations, they do quite a bit of overseas traveling. Having two locations makes it very interesting because of the dynamics of community that is largely semi-retired/retired versus working class/family orientated.”

She continued, “Regardless of the type of virus/flu, we approach our customers with the same intentions, meaning gut health and immunity are the most crucial elements for your body’s healthy response. At that point, we would then suggest the supplements to boost their immune [system]. We carry a wide range, from items that are their essential ‘travel kits’ and ‘must haves,’ which include tea tree, activated charcoal, D3, vitamin C.

“Then the heavy hitters are in a different league,” Singh said. “With clinically studied formulas, those suggestions that would be considered are ViraPro (Terry Naturally), Propolis Extract (Terry Naturally) along with Jarro-Dophilus EPS (Jarrow Formulas). As always, diet is key! Immunity is key to the gut and food is just as important.”

Travis Lemon, herbalist and owner of Tulsi at the Market in Huntington, WV, noted his store has had “a lot of questions” about immune supporting supplements recently.  “My big four for immune support are oregano oil, andrographis, olive leaf and elderberry,” Lemon noted.

Lemon added that “making sure to cover your bases with vitamin C, vitamin D and a high-quality probiotic is always a good idea when addressing any seasonal wellness concerns.”

Christian Olson, manager for Total Health Nutrition Center (Menomonee Falls and New Berlin, WI), commented that “we do regularly receive immune questions and we regularly recommend immune builders like elderberry, propolis, zinc, vitamin C, vitamin D, black cumin seed, graviola, and apricot seed kernels.” He added that, ”one item stands out by the name of Source Naturals Wellness Formula. I call it the kitchen sink formula for immunity.”

As for U.S. nutritional and herbal ingredient suppliers and manufacturers that do business or source materials in China, travel restrictions into the country have made things more difficult.  California-based Nuherbs, which offers traditional Chinese medicine herbal ingredients, noted that airfreight is one of several major concerns they are dealing with, especially since Cathay Pacific Airways (based in Hong Kong) has cut its capacity by at least 50 percent through March.

“For Nuherbs specifically,” noted Wilson Lau, Nuherbs’ vice president, “our first priority is to make sure all our people are safe, and that the proper actions be taken to safeguard the general public. In terms of our ability to supply material, in the short term our customers’ needs will be met on a timely basis. We’re China experts, so we always plan in advance for the Chinese New Year shutdown. We had material landed right before the New Year so we have enough stock on hand.”

He added, “We made commitments to farmers last fall to acquire herbs that meet our standards, and this material was processed to our specs immediately after harvest. It’s ready and waiting to be shipped, once this situation passes.”

Issues surrounding travel are also affecting one of the world’s largest natural products shows—the upcoming Natural Products Expo West.  For example, the Chinese Health Products Association (HPA-China) is set to host its annual China Dietary Supplement Market Overview Event at this year’s Expo West in Anaheim, CA, but HPA said that a couple of speakers will most likely will not be able to travel to the U.S. from China due to the travel ban. In that case, HPA-China executive director Jeff Crowther will present the speakers’ content.

Among other manufacturers who spoke to VR was EuroPharma (Green Bay, WI), makers of the Terry Naturally brand of supplements.  “The emerging news about the illness caused by the coronavirus has heightened awareness in both retailers and consumers of the need for the best possible healthy immune system defense,” said Cheryl Myers, chief of scientific affairs. “Since retailers cannot discuss prevention or treatment of this disease with supplements, it is much better to focus on how to protect the immune system in general. There’s always a higher demand for immune support supplements this time of year, or any time there is a widely-publicized health issue that puts a spotlight on our need for powerful defense.”

Myers reiterated some essential tips for prevention. “The best thing that anyone can do to stay healthy is to take care of their overall health with a sensible diet, restorative sleep, and I cannot emphasize enough the need for hand washing.”

Meanwhile, homeopathic remedy company Boiron USA (Newton Square, PA) advised strongly that its products not be used toward directly treating the coronavirus.  “The 2019 Novel Coronavirus is an emerging, rapidly evolving situation,” said Alissa Gould, the company’s director of corporate communications & public affairs. “Neither Oscillococcinum or any Boiron product has been tested against this emerging virus. Boiron discourages the use of any of its products intended for over-the-counter or self-treatable conditions to be used for the treatment or prevention of coronavirus symptoms, since the CDC reports that confirmed infections of reported illnesses have ranged from people with little to no symptoms to people being severely ill and dying. Boiron strongly recommends retailers and consumer [s] alike follow the advice of government officials and health care providers during all health crisis such as this.”

Risk of Flu

However, it is important for retailers and consumers alike to note that flu ought to be at the top of the priority list, at is both more prevalent and likely to impact Americans than COVID-19.

An additional 2,000 Americans—10 of them children—have died from the flu since the last reporting period, according to the weekly flu report from the CDC.

The surveillance report for the week ending Feb. 1 shows flu activity increased in many reporting areas. In addition, the report shows 22 million Americans have suffered from the flu, and that 12,000 adults and 78 children have died during this flu season, which began in October.

“While coronavirus has dominated much of the conversation, that vigilance should be balanced with the understanding that influenza is more prevalent and much more likely to impact Americans,” said Libby Richards, an associate professor of nursing at Purdue University.

Product sophistication spurs category growth.

Sports nutrition is a big business, and it’s not just for professional athletes or gym rats. Even casual gym-goers are seeking products related to sports nutrition, whether that is to help lose weight or to bulk up or for extra protein to fuel workouts.

“Sports nutrition products obviously appeal to athletes, whether they are professional or weekend warriors at the gym. While there are new gym registrations every day and an increase in awareness and popularity in staying fit, there has been a newer demographic growing that gravitate toward sports nutrition products, considered lifestyle users. This group will use sports drinks or other products as a beverage or snack rather than as a recovery drink after a workout,” said Shannon Race, vice president product development with Illinois-based Vital Proteins.

Jennifer Weinhardt, senior research & development specialist with the Texas-based manufacturer Bluebonnet, agreed with the lifestyle user demographic, adding, “This new group uses these products for meal replacements, etc. as opposed to recovery from exercise. Sports nutrition has become mainstream in the sense that everyday lifestyle and health enthusiasts have now accepted the category as beneficial for them,” she said.

Tyshawn Bryant, CEO of Green Regimen, a manufacturer based in California, said that sports nutrition products also appeal to people who seek to live a highly organic and optimal lifestyle by choosing plant based diets and proteins.

“Consumers increasingly view sports nutrition products such as supplements and protein shakes as contributors to their performance and results,” said Sébastien Bornet, vice president, global sales and marketing with Horphag Research, supplier of Pycnogenol, based in New Jersey.

Consumer Demand

When it comes to nutrition in general, consumers are demanding clean label products in the food that they consume; that desire naturally spills into the sports nutrition category. They’d like transparency of ingredients and manufacturing processes, which aligns with a healthy and fit lifestyle.

Flavor is important, of course, and some manufacturers are being creative, extending beyond basic chocolate and vanilla when it comes to protein shakes, for example.

“Chocolate and vanilla are still a go-to, but now we have flavors like guava or lemon crème, and there are definitely consumer studies that show an affinity and curiosity for what could be considered out of the box or exotic flavors,” she said.

Bryant noted that Green Regimen products appeal primarily to people between 25-50 who fall into the “healthy living” demographic. “These are individuals who are extremely discerning about what they put into their bodies. Many of our customers are either former athletes or people who have decided to make fitness a part of their lifestyle,” he said. In conjunction with this, consumers are demanding organic and non-GMO (genetically modified organism) products.

“Sports nutrition has become a more complex and sophisticated category,” said John Quilter, vice president & general manager: Wellmune & GanedenBC30. The ingredient company, Kerry, is headquartered in Ireland, with U.S. offices in Ohio. “The entry of mainstream consumers into the sector has inspired innovative companies to create products and brands that will appeal to more casual users such as ‘weekend warriors.’ These consumers prefer user-friendly formats such as RTD (ready-to-drink) beverages and snack bars to traditional shakes and gels. Taste and enjoyment also tend to rank highly for them, alongside performance.”

When it comes to sports recovery, such as soreness after workouts, Debbie Ecksten, president and CEO of Colorado-based Viscos, said that people are shying away from traditional medications. “Sports medicine, orthopedics, chiropractors and physical therapists all report to us that their patients are always asking for an alternative to OTC and/or prescription drugs for body aches and pains,” she said.

“Most of our customers ask for something to build muscle, trim fat and help with energy,” reported Marty Burman, owner of Burman’s Health Shop located in the suburbs of Philadelphia, PA.

Market Trends

Sports nutrition products appeal to many ages and demographics and for that reason, it is not going away any time soon. In fact, it’s a huge, huge industry.

Citing a report prepared by Euromonitor International, Quilter said that the global sports nutrition market is the fastest growing category in the consumer health market. “The U.S. is by far the largest market for sports nutrition, with 62 percent of global sales in the past decade, and this market will continue to be the largest for the foreseeable future,” he said, adding that protein products represent the largest category within sports nutrition.

Another report by Allied Market Research said the Global Sports Nutrition Market is expected to reach $44,003 million by 2021. “This is because ‘sports nutrition’ is no longer just for bodybuilders and athletes. Lifestyle and recreational users have adopted this category as well and the number of users has consistently increased year after year, and that for families who have more disposable income, they’re spending it on their health,” said Weinhardt.

Bornet said that the Millennial generation is becoming more interested in sports nutrition products, as they are motivated by wellness goals as well as the desire to prevent health issues later in life. But it’s also the Baby Boomer generation that is driving the sports nutrition market, as they, too, have a desire to exercise and stay fit into their senior years.

Ecksten elaborated, saying that one advancement in this product category is the recognition that the consumers of sports nutrition products should not be pigeonholed into the 16-30 male category. “There's such a large contingent of customers including active people of all ages who may hike, bike, swim, golf, play team sports and much more. Women are a very important market—I've been happy to see products and formulations designed specifically for active women,” she said.

“Sports nutrition has always been a hot category and it’s hard to imagine that its potential has any limits. People want to look and feel their best and products that help achieve that will always be in high demand,” concluded Race.

Products

Sports nutrition products range between RTD beverages and shakes, nutrition bars and mix-in powders.

At his Brookhaven shop, Marty Burman said he stocks about 10 SKUs worth of clean fit private label sports nutrition products, which include amino acid powders and testosterone male performance enhancers. Bestsellers include whey proteins, L-carnitine, MCT oils and paleo diet protein. “Paleo is huge, and we are capitalizing on it. All the others are emerging diet and energy aids that don’t have stimulants,” he said.

Vital Proteins launched their first fitness-focused product in 2016 with the introduction of its Collagen Whey Protein product. “Our original goal and reason for entering the space was to help introduce the benefits of collagen to the sport nutrition and fitness world. Marrying the benefits of collagen with whey protein was a no-brainer, and the reception to collagen in the sports nutrition industry has since been well-received,” said Race. The company focuses on clean label sports nutrition and sources minimally processed ingredients. The company also does not use artificial flavors, sweeteners, added sugars or thickening agents.

“While collagen isn’t a new ingredient, it has had an emergence in the sports nutrition sector, and everyone from pro athletes to CrossFit goers are appreciating the benefits it has on joint health and mobility,” said Race.

The California-based BN Labs, which manufactures most of its raw materials, makes a sports nutrition product called Organic Greens that includes 15 powdered ingredients, such as wheat grass, spirulina, turmeric root and ashwagandha. “KSM66 Ashwagandha is a game-changing ingredient in this product because it provides a really noticeable surge in energy, on top of all the vitamins and minerals the product is delivering,” said company president Bharath Reddy.

Green Regimen offers multi-functional plant-based supplements that have gained a lot of popularity over the past year. Instead of being chalky, said Bryant, their products have received accolades for taste, such as their Elite Protein product. “It's very rare to find a complete plant-based protein that is infused with super foods, such as spirulina, yet still maintain a delicious flavor profile. If we didn't take the time to survey our customer's wants and desires, we would never have been able to create a top-selling product, such as Elite Protein,” he said.

Viscos LLC focuses on recovery for post-workout sore muscles and tendons. Its product is called Play Again Now, a recovery drink that contains high-molecular weight hyaluronic acid and MSM as the active ingredients. “Hyaluronic acid is naturally occurring at the cellular level and helps keep our entire body hydrated, joints, muscles and connective tissues lubricated and it is a natural anti-inflammatory. As we age, get injured or have surgical intervention, our bodies stop making enough hyaluronic acid (HA) to reduce pain and inflammation naturally. We are simply replenishing the supply of HA daily, which helps reduce chronic pain. MSM, an organic form of sulfur, has been commonly used for muscle and joint soreness and connective tissue support,” said Ecksten.

Kerry supplies functional ingredients and actives to manufacturers of dietary supplements, functional food and drink products, including Wellmune, a yeast beta glucan, and GanedenBC30 probiotics.

Quilter explained that research on the particular strain of the probiotic GanedenBC30 shows that it enhances the body’s ability to effectively utilize protein, thereby enhancing the potential to speed up recovery. And Wellmune has been studied for its positive immune health effects on marathon runners and its effect on the reduction in severity of upper respiratory tract infection symptoms associated with intense exercise stress. Both of these ingredients are suitable for a wide range of product formats, he said.

Horphag Research supplies Pycnogenol French maritime pine bark extracts and recently introduced Robuvit French oak wood extract. Bornet explained that the latter product is targeted to support energy and sports endurance and reduce the effects of fatigue.

Bluebonnet’s Sports Nutrition line, Extreme Edge, is popular with body builders and weekend warriors alike. “The daily core regimen consisting of three great-tasting formulas: Pre Workout, Carbo Load and Post Workout, plus the ancillary products: Whey Protein Isolate, Nitro, BCAA + Glutamine. They are all free of unnatural excipients, binders, hormones, antibiotics, artificially-derived sweeteners, flavors or colors and banned substances,” said Weinhardt. For example, the formula in the company’s Nitro product bonds arginine, an amino acid, with silicate, which is important for the strength and flexibility of arterial walls.

Merchandising

A retail staff educated about the sports nutrition products they sell will go a long way toward building trust with customers.

Burman is a proponent of this. “Education is key and at the forefront of everything we do. We make eye contact and listen, and when possible demonstrate or sample our products. It’s the special human touch people need in the world today,” he said. People can easily order products online, which is why he said it is important to establish a relationship with the employees at the store.

Many manufacturers help their retail partners learn the ins and outs of the products. For example, Vital Proteins will train retail staff and demonstrate products in-store at thousands of locations nationally, and BN will help wholesale customers develop social media posts, for example. They also offer wholesale pricing with tiered discounts and other help.

“We work with our retailers to help educate them on our formula, our clinical research and who the consumer is that would be interested in our formula. We have plenty of literature available, online support and in-person support as needed,” said Ecksten.

In fact, having experience with or having used the product can help sales. “Endorsed pro athletes aren’t going to push your retail sales alone. Retailers need to show the consumers the people are who are actually using these products,” said Bryant. He said retailers should ask themselves, which store employees are using these products? And, which store regulars are raving about these products?

Displaying/Marketing Sports Nutrition Products

Don’t be afraid to think outside the box when it comes to promoting sports products. As Race pointed out, “There are many products that could potentially serve sports nutrition, such as adaptogens like ashaganda or curcumin-rich turmeric extracts, as well as collagen or hyaluronic acid. If you believe in the product and teach the customer the benefits and how they can incorporate it into their lifestyle, the excitement will follow,” she said.

To display sports nutrition products, it is important that shelves be stocked but uncrowded, a key to catching a consumer’s eye, suggested Reddy, adding, “Change up your monthly displays, and pay attention to how you light your products. New and expensive products should always be placed close to the door so they are highly visible. Sample your products regularly, and group your products by use.”

Quilter’s idea is to merchandise branded ingredients together, noting that reputable branded ingredients offer product differentiation, innovation opportunities, and add value to a product, often commanding a premium. “It allows manufacturers and retailers to showcase specific research and information that supports the branded ingredient. This builds confidence in a product and then, once their trust is gained, it helps to keep active consumers loyal to a product they know works for them and their exercise regime,” he said.

At Burman’s Health Shop, Burman follows a few simple but effective techniques for displaying sports products: “Stack it high and watch it fly. Abundance sells,” he said. He added that he provides good signage and makes sure he provides samples, lest risking losing out on current and future sales

Location: Shanghai,China

Date: Sep 1^st to Sep 3th 2020

Location: Geneva, Switzerland